What is email marketing? A beginner’s guide

Email marketing is a digital marketing strategy that uses emails to reach a contact list, share updates, promote products, and strengthen customer relationships.

It’s a direct way to communicate with customers and potential customers who have explicitly agreed to hear from you.

At its core, the email marketing definition is about using email to achieve a business goal. Unlike social media, where you compete with countless other posts, an email lands directly in a person’s private inbox, making this channel more personal.

According to our recent email marketing study, for every $1 you spend on email marketing, you can expect an average return of $36.

The direct line of communication and high return on investment (ROI) is why it remains a vital tool for businesses of all sizes.

How does email marketing work?

Email marketing works by letting you strategically collect email addresses, send targeted content to those addresses, and analyze the results to improve future sends. The process is straightforward.

First, you need to build an email list. This is a collection of email addresses from people who give you permission to contact them, often through a signup form on your website.

Second, you segment that list. Instead of sending the same message to everyone, segmentation allows you to group subscribers based on their interests, purchase history, or behavior.

This ensures people receive content that’s actually relevant to them, which dramatically increases engagement.

Then, create and send your emails using an email marketing platform. These tools handle the technical side of sending emails, like deliverability and scheduling, so you can focus on the content.

Finally, track email performance by looking at open and click-through rates. This data tells you what’s working and what isn’t so that you can improve your approach over time.

This process is part of a larger email marketing strategy that turns your email list into a reliable source of engagement and revenue.

Types of marketing emails

There are several types of email marketing campaigns, each designed for a different purpose. Some emails nurture relationships, while others drive immediate sales. 

Here are the main types you should know.

Newsletters

Newsletters are emails you send on a regular schedule, such as weekly or monthly, to keep your audience informed and engaged. The main goal of a newsletter is to maintain a relationship with your subscribers.

Newsletters often contain:

• Company updates
• Recent blog posts
• Helpful tips
• Industry news
• Subscriber-only content

For example, the Envato newsletter below combines a company update with other content in a visually engaging and easy-to-scan roundup.

Some newsletters also incorporate strategies like affiliate email marketing by recommending trusted partner products to their audience.

Promotional emails

Promotional emails are designed to drive direct sales or conversions. These emails announce:

• Special offers
• New products
• Discounts
• Limited-time deals
• Back-in-stock alerts

A great example comes from Better Booch. This type of promotional email creates urgency and targets customers already interested in a product, making it highly effective at driving sales.

These promotional emails encourage immediate action, serving as a critical part of a larger email marketing campaign that converts interest into direct sales.

Transactional and confirmation emails

Transactional emails are automatically sent in response to a user’s specific action, such as registering or making a purchase.

Since people expect and look for these emails after taking an action, this category has one of the highest open rates.

Common examples include:

• Order confirmations
• Password resets
• Shipping notifications 
• Renewal reminders
• Support ticket confirmations

The Grammarly email below is a great example of a subscription renewal reminder that builds trust by providing essential account information.

Welcome emails

A welcome email is sent immediately after someone signs up for your list. It’s your chance to set expectations, introduce your brand, and make a great first impression.

Your welcome emails can include a special offer to give immediate value, or you can focus on introducing your brand and encouraging new subscribers to explore. The key is to provide a clear and engaging next step.

For instance, the welcome email from Architectural Digest below focuses entirely on the brand experience. They use a clean design and a simple call-to-action to invite subscribers to explore their best content. It’s a great first impression without a hard sell.

Lead-nurturing emails

Lead-nurturing emails are a series of related emails that guide potential customers through your sales funnel. The goal is to build trust and educate subscribers who aren’t ready to buy yet.

You can use these emails to share valuable content, case studies, or webinars to demonstrate your expertise and solve your readers’ problems.

The Webflow Conf email below is a great example. The company provides immense value and builds authority by offering a free, exclusive session with a marketing expert like Seth Godin. This nurtures leads without a direct sales pitch.

Survey and seasonal emails

Survey emails collect feedback from your subscribers, helping you better understand their needs and improve your offers. By asking questions directly, you get insights about your customers that your sales data might not reveal.

The Miro example below does this well. It’s direct about its goal and sets clear expectations by mentioning that the survey only takes four minutes.

On the other hand, seasonal emails are tied to specific holidays or events, like Black Friday or Valentine’s Day. They drive engagement and sales by using that holiday excitement to reach people when they’re already thinking about shopping.

Canon’s email below is a classic example. It taps into the anticipation of a major shopping event to create urgency and attract customers who are already looking for deals.

Email marketing pros and cons

Like any marketing channel, email has its pros and cons. Let’s break down the key benefits of email marketing and its drawbacks so you can decide if it’s right for you.

Factor	Advantages	Disadvantages
ROI	Email marketing consistently delivers one of the highest returns on investment of any digital channel.	Achieving a high ROI requires a quality list, compelling content, and consistent optimization.
Control	You own your email list. Unlike social media, your reach isn’t controlled by an algorithm.	You’re responsible for managing your list and complying with anti-spam laws like GDPR and CAN-SPAM.
Engagement	Email allows for direct, one-to-one communication, which is highly personalizable.	Your emails can get lost in a crowded inbox, and subscribers may disengage if you send irrelevant content.
Cost	Getting started is affordable, with many platforms offering free or low-cost plans for small lists.	Costs can increase as your list grows and your needs become more advanced – for example, with complex automation.

Ultimately, the advantages of email marketing heavily outweigh the disadvantages as long as you have the right strategy.

You can easily overcome challenges like creating engaging content and managing your list with the right email marketing tools.

What should you look for in an email marketing tool?

Email marketing tools handle everything from email design to list management and performance tracking.

When choosing a platform, look for these key features:

• Ease of use: Intuitive editors let you create emails without any technical skills.
• AI tools: Built-in AI assistance helps generate layouts, write compelling copy, and optimize your campaigns.
• Brand customization: Add your logo, use your brand colors, and select fonts that match your business style.
• Integrations: Easily connect with other business tools, like your online store, to sync data automatically.
• Automation: Set up automated workflows, such as welcome series or abandoned cart reminders.
• Analytics: Get clear reports on key metrics, including open rates, click-through rates, and unsubscribes.
• Segmentation: Easily group your subscribers based on different criteria.

The best email campaign tools for your business depend on your list size, budget, and technical skills. Our Hostinger Reach email marketing platform is an excellent option for small businesses and creators looking for an all-in-one solution.

With the AI-powered email builder, simply describe the campaign you want, and our AI will generate a unique layout from scratch. You can then customize it with our intuitive editor, track your results with detailed analytics, and rely on our 24/7 support team to ensure your success.

Check out our guide on the best email marketing platforms to explore more reasons why Reach is the right choice for your business.

Is email marketing still a profitable marketing channel?

Yes, email marketing is still one of the most effective and profitable marketing channels available.

While new strategies emerge all the time, email’s direct and personal nature keeps it relevant. Unlike social media, it allows you to build a direct relationship with your audience, without a platform limiting who sees your message.

Recent email marketing statistics consistently show a high return on investment, proving its value for businesses. In fact, 55% of companies report an ROI between 10:1 and 50:1 from their campaigns.

But profitability isn’t automatic. It comes from sending the right message to the right people at the right time. Following actionable email marketing tips makes all the difference between a campaign that gets ignored and one that drives real results.

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